Cultural/Context information for the jury

Digital technologies and social media permeate throughout everyday life, particularly among Japanese youth. Their benefits are many, including new lifestyles and communication methods, but their influence has caused among younger demographics a lack of patience for deep consideration or appreciation of time and space-a loss, perhaps, of the sensitivity that once defined the Japanese spirit. We sought to convince tomorrow's leaders to rediscover their innate Japanese-ness with a campaign to bring them back to the natural Japanese beauty of the San'in region (Tottori and Shimane prefectures): timeless scenes that reach back to the very origins of Japanese cultural memory.

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Top right: On the beach, a flower Whose name I don't know; If only I could go back To being myself at that age. Centre: Timeless Nostalgia: San'in Left: #Translucentvista In the primeval Japan of the San'in region, where nature and human activity untouched by the changes of time linger, there is a charm that evokes nostalgia in the heart of every Japanese person upon seeing these posters, whether they've been or not. This permanence prompted the accompanying slogan: Timeless Nostalgia. Photographer Takashi Karaki's images capture the wonder of San'in without editing or effects, conveying the unadulterated reality, while a hashtag relates the ad to social media-savvy young people. Instead of smiling models enjoying sightseeing as is the norm, the campaign chose to intersperse images of a model caught in the moment of viewing, the emotion clear on her face.